SME Uses Infographic Video to Penetrate US Market [CASE STUDY]

When you consider that Americans each spend $4,000 per year on home improvements, it becomes obvious that reaching this lucrative market is a challenge not to be missed.It’s a big business opportunity for an SME.

Project Background

Michigan-based Whitehall Products, a World leader in home address plaques, wanted to further penetrate this lucrative home improvement market by convincing garden centres and garden / home retail outlets to carry their lines of personalised address plaques.

To make this work, Whitehall first had to develop their back-end service, so that regular shop staff could easily take an order for a custom made address plaque.

A streamlined system was developed that actually made it easier for garden centre colleagues to take orders.

They did this by replacing the traditional consumer buying process with a 1-2-3 step process that is easy for store staff to learn and apply.

A unique value proposition for garden centres was also developed, whereby garden centres could turn their cash round faster.

The only thing left was figuring out how to deliver this message in a short snappy way that would make garden centre owners and buyers want to stock Whitehall address plaques.

And this is where video came in.

Or to be precise: Infographic Explainer video.

How it happened

Jim Holz, Whitehall’s Vice President, had a clear vision in mind before he started video production.

He didn’t want to produce the kind of custom address plaques video of the sort that consumers might see on youtube or on a home page.

He felt his newly refined value proposition needed an animated video of some sort

– something that could explain the proposition in the least possible time and in the clearest possible way